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The American Image of Starbucks Coffee

as Perceived by Its Consumers

(Case Study: Starbucks Coffee Paragon Mall Semarang)

A THESIS

In Partial Fulfillment of the Requirements for

Thesis project on American Cultural Studies in English Department

Faculty of Humanities Diponegoro University

Submitted by:

Dini Hajarrahmah

NIM: A2B007039

FACULTY OF HUMANITIES

DIPONEGORO UNIVERSITY

SEMARANG

2011

PRONOUNCEMENT

The writer states thruthfully that this thesis is complited by her without any taking fromother researchers in S-1, S-2, S-3, and in diploma degree of any universities. In addition, thewriter ascertains that she does not take the material from other thesis or someone’s work exceptfor the references mentioned in bibliography.

Semarang, 7 July 2011

Dini Hajarrahmah

MOTTO AND DEDICATION

Kalau kamu punya impian, harapan, dan cita-cita,

Letakkan dia, 5 cm, di depan kening kamu dan jangan sampai kamu lepas.

Donny Dhirgantoro

This paper is dedicated to

My Dad & Mom: Mohammad Arifin & Noor Farida

My Sister and Brother: Faelasufa, Salma fitria, Rafly Al-Farabby, &

Marsha Camilla

“You are my candle in the darkness”

APPROVAL

Approved by,

Thesis Advisor,

Arido Laksono, S.S, M. Hum

NIP. 19750711 199903 1 002

VALIDATION

Accepted by,

Strata 1 Thesis Examination Committee

Faculty of Humanities Diponegoro University

on 4 August 2011

Chair Person

Dra. Dewi Murni, MA

NIP. 19491207 197603 2 001

First Member Second Member

Arido Laksono, S.S, M. Hum Dra. Christine Resnitriwati, M. Hum NIP.19750711 199903 1 002 NIP. 19560216 198303 2 001

ACKNOWLEDGEMENT

Alhamdulillah. Praise to God, who has given strength and blessing for the writer so thisthesis on “The American Image of Starbucks Coffee as Perceived by Its Consumer (Case Study:Starbucks Coffee Paragon Mall Semarang)” came to a completion. On this occasion, the writerwould like to thank all those people who have contributed to the completion of this researchreport.

The deepest appreciation and gratitude are extended to Mr. Arido Laksono, S.S, M.Hum,–the writer advisor- who has given her continous guidance, helpful correction, moral support,advice, suggestion, and nice discussion about everything.

The writer’s deepest thank also goes to the following:

1. Dr. Agus Maladi Irianto, M.A, as the Dean of Faculty of Humanities DiponegoroUniversity.

2. Dr. Ratna Asmarani, M.Ed, M.Hum, as the Head of English Department, Faculty ofHumanities Diponegoro University.

3. Sukarni Suryaningsih, S.S, M. Hum, as the Head of American Studies Section,English Department, Faculty of Humanities Diponegoro University.

4. All of my beloved lectures in English Department, Faculty of Humanities DiponegoroUniversity.

5. My beloved friends in English Department Year 2007 who have been working with meto pursue dreams together.

6. My wonderful EDSA, Kronik Filmedia, BEM, and Care Environmental Organizationpartners who work together with me to create new ideas and innovation to the worldand place which I can find my truly passion.

7. My beloved boarding house friends who spent the college life together.

8. All the people who comes into my life, whether in short or long term, I believe that Godhas the reason why we meet in this world.

The writer realizes that this thesis is still far from perfect, She, therefore will be glad toreceive any recommendation to make this thesis better.

Finally, the writer expects that this thesis will be useful to the reader who wishes tolearn something about the American image of Starbucks Coffee as perceived by itsconsumer in Starbucks Paragon Mall Semarang.

Semarang, 7 July 2011

The Writer

TABLE OF CONTENTS

TITLE............................................................................................................i

PRONOUNCEMENT..................................................................................ii

MOTTO AND DEDICATION...................................................................iii

APPROVAL................................................................................................iv

VALIDATION.............................................................................................v

ACKNOWLEDGMENT.............................................................................vi

TABLE OF CONTENTS..........................................................................viii

LIST OF PICTURE....................................................................................xi

LIST OF TABLE.......................................................................................xii

APPENDIX LIST.....................................................................................xiii

ABSTRACT..............................................................................................xiv

CHAPTER 1 INTRODUCTION................................................................1

1.1. Background of the Study..........................................1

1.2. Scope of the Study...................................................2

1.3. Aims of the Study.....................................................3

1.4. Hypothesis................................................................3

1.5. Method of Study.......................................................3

1.6. Organization of the Writing.....................................4

CHAPTER 2 LITERARY REVIEW.........................................................6

2.1. Profile of The Research Object................................6

2.1.1. Starbucks Coffee in Semarang....................7

2.2. Theoritical Framework..................................................8

2.2.1. Theory of Globalization....................................8

1. Tourist Gaze in Starbucks Coffee...8

2. Disjuncture......................................9

3. Pastiche.........................................10

2.2.2. Image of Starbucks Coffee..............................11

1. Service..........................................13

2. Leading The Global Market..........13

3. Western Lifestyle..........................14

4. Freedom........................................15

5. Materialism and Consumerism.....15

6. Technological Innovation.............15

CHAPTER 3 RESEARCH METHOD.....................................................19

3.1. Type of Research Method.....................................19

3.2. Data Source..........................................................19

3.3. Population and Samples........................................20

3.4. Technique of Collecting Data...............................21

3.5. Technique of Analyzing Data...............................21

CHAPTER 4 ANALYSIS......................................................................23

4.1 Research Result.....................................................23

4.2 Research Analysis..................................................29

4.2.1. Globalization in Starbucks Coffee Paragon Mall,Semarang.........................................30

1. Tourist Gaze in Starbucks Coffee..31

2. Disjuncture.....................................32

4.2.1.3 Pastiche.........................................33

4.2.2. American Image of Starbucks Coffee.......34

1. Service...........................................35

2. Leading The Global Market..........35

3. Western Lifestyle...........................36

4. Materialism and Consumerism......36

5. High Standard of Quality...............37

6. Technological Innovation..............37

4.2.3. American Experience.................................39

4.2.4. Further Research.......................................39

CHAPTER 5 CONCLUSION.................................................................41

REFERENCES..........................................................................................43

LIST OF PICTURES

Picture page

1. Personal Documentation of Starbucks Coffee Semarang 7

2. Chart of Starbucks Coffee in global market 14

LIST OF TABLES

Table 1. Table of the result of question number 1 in questionnaire.......................23








APPENDIX LIST

1. Questionnaire in Bahasa Indonesia

2. Questionnaire in English

3. Result of 30 Questionnaires

4. Strabucks Coffee’s brochures to educate the consumer which contain:

a) Starbucks Coffee at work

b) Starbucks Coffee Out-of-Stores Catering Services

c) The bet coffee at home

d) Finding your favorite cup

e) Discover the finest coffee in the world

5. Starbucks Coffee’s Company Profile

ABSTRACT

Fenomena globalisasi melalui produk-produk Amerika selalu menarik perhatianpenulis. Image atau gambaran tentang Amerika yang disampaikan melalui StarbucksCoffee di Paragon Mall Semarang bagi para konsumen yang datang menjadi pilihan topikutama yang penulis angkat di dalam skripsi ini. Pertemuan antara merk global denganpenduduk lokal di Semarang ini pastinya menimbulkan penggambaran tentang Amerikayang berbeda-beda di mata para pengunjungnya.

Penelitian ini bertujuan untuk mengetahui apakah pengunjung mendapatkanAmerican image melalui Starbucks Coffee serta menjabarkan apa saja image yangdidapatkan oleh pengunjung ketika mereka mengkonsumsi Starbucks Coffee.

Data yang dikumpulkan adalah kuisioner yang diajukan kepada 30 pengunjung

Starbucks yang berusia 15-25 tahun. Dalam menganalisis data yang ada, penulismenggunakan teori globalisasi dari Rahayu Kusasi mengenai Tourist Gaze, ArjunAppadurai mengenai Disjuncture, George Ritzer mengenai Pastiche.

Hasil analisa menunjukkan bahwa responden yang memiliki mindset Amerikamenyadari dan merasakan American image dan globalisasi yang dihadirkan melaluiStarbucks dan menempatkan gaya menyajikan sendiri (self-service) menjadi hal yangpaling menggambarkan Amerika. Akan tetapi, penggambaran tentang Amerika yangmereka sadari ini tidak menjadi sebuah motivasi utama ketika mereka akan mengkonsumsiStarbucks.

Keywords : Starbucks Coffee, American Image, Disjuncture, Pastiche, Tourist Gaze,Globalisasi, Self-service.

CHAPTER 1

INTRODUCTION

1.1. Background of The Study

John Storey states that there are some definitions of Popular Culture. First, popular cultureis culture which is widely well-liked by many people. Second, it is the culture which is left overafter high culture or inferior culture. Third, it is a mass culture that is defined as a mass producedfor mass consumption. Fourth, it is culture which is originated from ’the people’, something thatimposed on ’the people’ from above. Fifth, it is one which draws on the political analysis of theItalian Marxist Antonio Gramsci, the concept of hegemony. Sixth, it is one informed by recentthinking around the debate on postmodernism (Storey: 6). There are a lot of artifacts or productsof popular culture as it is explained above such as music, movie, fashion, food, drink, televisionprogrammes, and clothes. One of the pop culture artifacts that the writer will analyze in this thesisis popular beverage named Starbucks Coffee.

Howard Schultz, the CEO of Starbucks, stated that Starbucks represents something beyonda cup of coffee. Starbucks is a coffee company which also represents Globalization orAmericanization since it is an American product that is produced all over the world. StarbucksCoffee originally comes from Seattle, USA and now it spreads out around the globe, includingIndonesia. The expansion of Starbucks Coffee is very huge; it can open hundreds of new store indifferent countries within a year. In many Hollywood movies, Starbucks often becomes one of theimportant parts of American daily life where they go to there everyday, buy the specific taste of

Starbucks and bring it on the way to their office (Kusasi: 23). That is why the writer thinks thatStarbucks Coffee is successfully establishing its image all over the world.

Nowadays, Starbucks Coffee has become a famous brand. People can find Starbucks inthe big cities of Indonesia such as Jakarta, Bandung, Yogyakarta, Bali, and also Semarang. Peoplecan also see Starbucks through the Hollywood movies which often show people who bring thecup of Starbucks. People can also find the products which have Starbucks image such as T-Shirt,bag, sticker, tumbler, etc. Those phenomena increase the writer’s curiosity on how the process ofGlobalization on Starbucks exists and influences people in Indonesia especially in Semarang. Thewriter believes that popular culture’s artifacts are everywhere and have different image and impacttowards the society. In this case, since this is the first store opened in Semarang, the Starbucksphenomena would be an interesting topic to be discussed about globalization and Americanimages in a thesis on American Studies.

1.2. Scope of The Study

The writer will analyze the artifact of American popular culture, namely Starbucks Coffeein Semarang. The topic that occurs in this thesis is the American image of Starbucks Coffeetowards its consumer. The writer will analyze about the globalization process that happen throughStarbucks coffee and what are the American image that the consumer get from Starbucks Coffee.

1.3. Aims of The Study

The aims of the study are to know whether or not they get the American image whileconsuming Starbucks Coffee and then how it correlates with the theory. The writer would like toget the result from the consumer’s perspective on how they perceived the American image ofStarbucks Coffee.

1.4. Hypothesis

Hypothesis is a conceptual assumption about the result of the research before the researchis done (Stokes: 58). The hypotheses in this research are: first, the consumers get the image aboutAmerica and globalization through Starbucks Coffee. Second, based on the first hypothesis, itproves that the expansion of Americanization and Globalization exists in Semarang and itinfluences the consumer to consume Starbucks Coffee.

1.5. Method of The Study

1. Method of Research

The writer uses field research in collecting the data. This field research will usequantitative and qualitative method. Quantitative is a method that is based on numericinformation. This method uses particular respondents to answer such questionnaire thatresults in a numeric information to be analyzed. During the process, there is aninterview with the respondents to collect the data (Dawson: 19).

On the other hand, qualitative is a research method that uses the interpretation ofthe writer towards the topic by reading several supporting books, and searchingaddition from the internet sources (Stokes: XI).

2. Method of Approach

The study will use the globalization and American image theory to approach andanalyze the research. The writer will use the globalization theory for analyzing theprocess of globalization that happens in Starbucks. Meanwhile American image theorywill be used to show the American image experience felt by the customer afterconsuming Starbucks Coffee.

1.6. Organization of The Study

CHAPTER 1 : INTRODUCTION

It contains the Background of the study, Scope of the study Aims of the study,Hypothesis, Methods of the study, and The Organization of thestudy.

CHAPTER 2 : LITERARY REVIEW

It consists of the theoretical judgment which can maintain thewriting of the thesis.

CHAPTER 3 : RESEARCH METHOD

It contains the Type of Research Method, Data Source, Populationand Samples, Technique of Collecting Data, and Technique ofAnalyzing Data.

CHAPTER 4 : DATA ANALYSIS

This is the main part of the thesis because it reveals thediscussion of the theoretical review in correlation with the result offield research.

CHAPTER 5 : CONCLUSION

It serves the review of analysis results from previous chapter.

CHAPTER 2

LITERARY REVIEW

2.1. Profile of The Research Object

Starbucks is one of the franchising coffee shops from the United States. The centraloffice is in Seattle, Washington and the first store was built in 1971 by Baldwin, ZevSiegel, and Gordon Bowker. The former name of this company was Il Giornalo. HowardSchultz also joined this company in 1982 and he bought it in 1987 then changed its nameinto Starbucks. Starbucks derives from one of the names of old mining camp in Rainiermountain and also one of the names of place in Pequod boat in the novel Moby Dick(Kusasi: 21).

Nowadays, Starbucks becomes the biggest coffee shop in the world with 17.009stores in more than 50 countries as of January, 2, 2011 including Indonesia. In Indonesia,Starbucks is owned by PT. MITRA ADI PERKASA (MAP) Tbk known as a retailcompany that has other franchising products such as Sogo, Seibu, Debenhams, Converse,Reebok, Nike, Zara, Kinokuniya, Krispy Krem, and Burger King. After PT. MITRA ADIPERKASA sent the hospitality experts, Anthony Cottan and team from Jakarta, to Seattleto have 3 months intensive training, then on 20 May 2002, Starbucks opened its first storein Plaza Indonesia, Jakarta, Indonesia (“Starbucks in Indonesia”).

Then, to improve the quality and performance of PT. MITRA ADI PERKASA, themanagement opens another company named PT. Sari Coffee and then this company finallymanages Starbucks Coffee Indonesia. Nowadays, Starbucks has maintained its 72 storeswhich spread out in every big city in Indonesia. Those phenomena increase other foreigncoffee companies to open their market in Indonesia such as Gloria Jean’s Coffee (Canada),Dome (Australia), The Coffee Bean & Tea Leaf (USA) and also the local company such asCafé Excelso, Tator Café, Café Rollaas, and many more.

2.1.1. Starbucks Coffee In Semarang

Starbucks Coffee expanded the store into the capital city of Central Java,Semarang, in April 2010 together with other 20 new Starbucks stores in some big cities inIndonesia. The location is at the entrance of Paragon Mall Semarang. These are the pictureof Starbucks Coffee at Paragon Mall Semarang:

Picture 2. Personal Documentation of Starbuks Coffee Semarang

The demography of this American artifact in Semarang is the high class andmiddle up people; the teenager, adult, and old people from diverse background. InSemarang, long before Starbucks opened its store, there were some coffee shops whichbecame the places to hang out for some people, such as Buket Coffee, I-Cos, CoffeeTime, Blue Lotus, Tebuko, Peacock Coffee, Deoholic, Gahwa, etc. Those coffee shopsare basically adopting the idea of ‘romantization in drinking a cup of coffee’. It meansthat drinking coffee becomes something important and people also have different waysto drink coffee.

2.2. Theoritical Framework

2.2.1. Theory of Globalization

Globalization is not only the distribution of American products but also the effortto create the western culture as the standards of the world’s lifestyle and world uniform(Kusasi: 31). The writer uses three points to analyze the theory of globalization: touristgaze, pastiche, and disjuncture.

1. Tourist Gaze

Kusasi states in Globucksisasi book that Starbucks Coffee is like the touristgaze. When people become the tourist of this coffee shop, people do not haveto go to America to experience that country, they just need to go to Starbucksand feel the tourist gaze inside Starbucks (Kusasi: 128).

Tourist gaze dan reverse orientalism terjadi pada fenomena Starbucks –toko kopi yang menjadi sebuah medan petualangan yang menarik dariAmerika. Starbucks adalah sebuah tempat di Barat yang memberikanpengalaman yang khas, lalu Starbucks dihadirkan di Indonesia. Inimenimbulkan keterpukauan dan harapan bagi orang-orang untukmendapatkan sebuah pengalaman Amerika dengan mengonsumsi sebuahruang bernama Starbucks. Bayang-bayang Starbucks sebagai sebuah ikon“kebaratan” hadir melalui citra visual di berbagai media, dimanakehidupan warga Amerika digambarkan tidak terpisahkan dari Starbucks(Kusasi: 128).

The statements above emphasize that people do not need to go to Americato feel the habit of America, they just visit this ‘tourist gaze’ to experience andfeel America. That is why, the writer believes that this is what the Starbucks’CEO, Howard Schultz, aims to introduce the image of America towards othercountry through Starbucks Coffee.

2. Disjuncture

This theory is supported also by Arjun Appadurai on his Disjuncture andDifference in The Global Cultural Economy research.

Appadurai believes that globalization not only create homogenization butalso heterogenization. There are chaos and disjunctive in the globalization processnowadays. This can be seen through different characteristic in different area.People may have various image and perspective about such global product. This iswhat happened when globalization meets glocalization, when global meets local(Appadurai: 5, 2010).

3. Pastiche

George Ritzer states that Globalization of culture can be seen as thetransnational expansion of codes and homogeneity. In other words, he states thatthis is a process where the local and global input interact each other to createpastiche or the mixture of them which can be called as heterogenization (Ritzer:104, 2010).

Ritzer also states that globalization is a process of codes and signstransformation or homogenization. It means that globalization transfers the specific cultural codes towards different people and across the limitation of geographicinter- country. Therefore, those particular codes are accepted by the people indifferent areas. In the end, this process of reception towards the codes could createhomogeneity in the world. Furthermore, Ritzer also assumes that globalization isnot always perfect. There is a possibility that globalization process can be broken inthe end of the process of reception. There is a possibility that local people willinteract with the product and create a mixed phenomenon between local and globalculture. Ritzer calls this phenomenon as a pastiche (Ritzer: 97).

2.2.2. Image of Starbucks Coffee

Image is impression that a person, company, and product gives to the public(Oxford Learner’s Pocket Dictionary: 213). Image which occurs from such a product orcompany is very important to the consumer.

Amin Taufiq Kurniawan in his study about Komodifikasi dalam Secangkir Kopibelieves that every company or product has its own symbol or image that persuadesconsumers to consume it. As a result, a producer will produce that product based on themarket demand. Hence, a cup of coffee will not only function as beverage that makespeople stay awake but also become the symbol to communicate, identify, and actualize theconsumer’s position in the social group (“Komodifikasi dalam Secangkir Kopi”)

Kopi telah melewati sejarahnya sebagai minuman yang popular dan disukai olehmasyarakat di berbagai belahan dunia. Bahkan lebih dari itu, biji kopi adalah

penggerak sejarah. Intensifikasi perdagangan antar benua, globalisasi tahappertama yang belum mengenal telepon, bahkan monopoli, peperangan, hinggakolonialisme dengan kebijakan keji tanam paksa, terjadi demi memastikansecangkir kopi tersedia di atas meja para peminumnya. Dan kini, kopi menjadipenggerak globalisasi melalui Starbucks. Starbucks menghadirkan pengalamanyang berbeda, bahkan mengubah hidup orang di berbagai ranah yang dipijaktokonya. Lokalitas Amerika dibawa ke Indonesia melalui Starbucks, dan orangmenkonsumsi sebuah kilasan dan harapan akan negri Abang Sam melalui toko-tokonya. Keinginan dan tindakan mengkonsumsi ini juga dikarakterisasi olehpemujaan karena adanya rasa inferior sebagai bagian masyarakat pasca-kolonial (Kusasi: 139).

Furthermore, the statement above tell that coffee has undergone its history as a popularbeverage in the world. Moreover, coffee seed has become the history trigger or media tochange history.

Nowadays, Starbucks coffee becomes the catalysator of globalization. Starbucksrequires a different experience of consuming coffee in which American locality ispresented to Indonesian. It is expected that people will attain the American experiencethrough the Starbucks store.

Kusasi through her auto-ethnography as a barista in Starbucks Coffee states thatStarbucks brings the identity and image of America’s Globalization. In every part of theworld, the image of Starbucks Coffee always represents America and when peopleconsume Starbucks, whether they realize it or not, they consume the product ofGlobalization that comes to Indonesia. In other word, they are also part of post-colonialism citizen.

America’s number one virtue is material comfort. Obviously, this may notrepresent every individual in America, not the people scrapping by, but theideology of Americans, as a whole has become this cushy materialistic lifestyle.People are foreclosing on their homes, but yet are still getting their nails done,having their Starbucks every day, and continually racking up their credit cards tobuy more crap they don’t need. I can’t say I am not completely different from thewhole. I have a ridiculous amount of credit card debit that I am trying to pay down,and I do get Starbucks when I really should be using that $5 for something I reallyneed, like groceries. It has become the new American Standard: Buy Now pay forEternity! (“The New American Ideology”

From the statement above, we can conclude that Starbucks has become the imageand icon of America. Image and icon of America can be seen on these three followingbooks: Globucksisasi, Posmodernisme dan Budaya Konsumen and Fast Food Nation.They are:

1. Service

Starbucks gives the self-service which is different from east culture. Consumershave to take their own cup of coffee in the table of barista after the coffee is ready todrink. This new culture makes Indonesian feel the different way of enjoying coffee,this is one of “Starbucks Experience” (Kusasi: 82).

2. Leading the global market

Starbucks as well as other American fast food and products, mostly lead the globalmarket in the world as they have the power in the global market and have big numberof consumers all over the world (Kusasi: 28). It can be seen on the chart:

3. Western Lifestyle

Starbucks represents the western lifetyle inside the coffee store such as hanging outwhile drinking coffee, wearing jeans and western clothes style, using western name forthe various coffee offered in the Starbucks which is taken from the west, playingexclusive jazz music in the store and many other. Starbucks consumer can see thewestern lifestyle here and it is also part of the tourist gaze and Starbucks Experience(Kusasi: 130).

4. Freedom

America is identical with freedom as it is a liberal country. Starbucks as the icon ofAmerica represents the freedom itself. Starbucks allows the consumer to feel thefreedom by enjoying a cup of coffee at Starbucks (Kusasi: 134).

5. Materialism and Consumerism

Mostly, American product is expensive for our country but there are still a lot ofpeople who consume something that basically they do not really need it. This conditioncould make the people in our country become materialistic and it can turn intoconsumerism. Thus, the basic function of consumption does not exist any longer(Featherstone: 201). This condition represents American ideology now and through itsartifact such as Starbucks, we can see that this is also the image of America.

6. Technological Innovation

Technological innovation can be seen through the development of StarbucksCoffee store as well as other American products. Almost all of the technology andmaterial used in Starbucks are imported from its origin country. This condition makesStarbucks different from other products in our country. This is another “StarbucksExperience” that can be felt by consumers when they entered Starbucks (Kusasi: 81).

Those 6 images are in line with Starbucks’ vision and mission. Starbucks hasvision “to inspire and nurture the human spirit - one person, one cup, andone neighbourhood at a time.” While its mission is “to establish Starbucks as thepremier purveyor of the finest coffee in the world while maintaining ouruncompromising principles as we grow.” (“The Way We Do Business”).

Starbucks tries to follow six principles in order to realize its vision and mission:

1) Our Coffee“It has always been, and will always be, about quality. We are passionate aboutethically sourcing the finest coffee beans, roasting them with great care, andimproving the lives of people who grow them. We care deeply about all of this; ourwork is never done.”

2) Our Partners

“We’re called partners, because it’s not just a job, it’s our passion. Together, weembrace diversity to create a place where each of us can be ourselves. We alwaystreat each other with respect and dignity. And we hold each other to thatstandard.”

3) Our Customers

“When we are fully engaged, we connect with, laugh with, and uplift the lives ofour customers— even if just for a few moments. Sure, it starts with the promise of aperfectly made beverage, but our work goes far beyond that. It’s really abouthuman connection.”

4) Our Stores

“When our customers feel this sense of belonging, our stores become a heaven, abreak from the worries outside, a place where you can meet with friends. It’s aboutenjoyment at the speed of life—sometimes slow and savored, sometimes faster.Always full of humanity.”

5) Our Neighborhood“Every store is part of a community, and we take our responsibility to be goodneighbors seriously. We want to be invited in wherever we do business. We can bea force for positive action— bringing together our partners, customers, and thecommunity to contribute every day. Now we see that our responsibility—and ourpotential for good—is even larger. The world is looking to Starbucks to set the newstandard, yet again. We will lead.”

6) Our Shareholders“We know that as we deliver in each of these areas, we enjoy the kind of successthat rewards our shareholders. We are fully accountable to get each of theseelements right so that Starbucks—and everyone it touches—can endure andthrive.”

Starbucks fulfills this mission by implement these commitments:

a) Understanding of environmental issues and sharing information with our partners.

b) Developing innovative and flexible solutions to bring about change.

c) Striving to buy, sell and use environmentally friendly products.

d) Recognizing that fiscal responsibility is essential to our environmental future.

e) Instilling environmental responsibility as a corporate value.

f) Measuring and monitoring our progress for each project.

g) Encouraging all partners to share in our mission.

CHAPTER 3

RESEARCH METHOD

3.1. Type of Research Method

This research uses field research to collect the data. Field Research means the writercomes to the area or object of the research during the process of research. The field researchwill use Quantitative and Qualitative research as the method of resarch and use an interviewapproach to collect the data. Interview means collecting the data by asking some questionsrelated to the topic to Starbucks consumers. Quantitative means collecting the data bymeasuring the number of result by using questionnaire. Questionnaire is an efficientmechanism to collect the data (Uma Sekaran: 82). Qualitative means collecting the data andinformation by reading several books and collecting sources from the internet, etc.

3.2. Data Source

There are two kinds of data sources: primary data and secondary data. The primary datais obtained when the researcher collects the data directly from the sources and the secondarydata is when the researcher uses the information from the second party (Dawson: 49). Thisresearch uses the result of questionnaire and interview with Starbucks consumers as theprimary data. Then, the writer also rechecks the interview result as the secondary data.

3.3. Population and Samples

Population is the total number of analysis elements in which characteristics is beingobserved (Dawson: 52). Meanwhile, sample is a part of population which can symbolize thenature of the population being observed (Dawson: 53). The population of this research isspecific consumer of Starbucks Coffee, Paragon Mall Semarang in a week. The samples are theconsumer selected by the writer as the informant of this research.

Bayu Febrianto, one of the Starbucks’ baristas stated that the average number of peoplein a day who come to Starbucks Coffee Paragon Mall Semarang is around 200 people. Basedon Arikunto, sample is taken from 15% of the average number of consumer per day (Arikunto:117). Therefore, the writer will take 15% of respondents from 200 people who come to

Starbucks in a day. That is why, the number of respondent is 15% x 200 people = 30 people.The samples are the consumers who consume Starbucks from 15-25 years old since that is theteenager and young people’s age.

The writer used teenagers and young people because they are the typical demographicwho are easy to imitate popular culture product and habit. Teenagers and young people areeasy to follow the trend both in their own group and society. They are the main object anddemographic of popular culture such as Starbucks Coffee (Pengantar Ilmu Budaya: 36).

3.4. Technique of Collecting Data

The writer used the questionnaire and interview. The writer used questionnaire to knowthe comment of the consumer about Starbucks image in their mind (Sudaryanto: 135). Thequestionnaire spread to the number of consumers who consume Starbucks from teenager andyoung people backgrounds. The writer chose 30 respondents for this research. This method isused to get deeper information about Starbucks in Semarang.

The interview method is used to get deeper information and comments about StarbucksCoffee directly from the consumer. The writer also made a note of the important informationfrom the research which related to the topic (Sudaryanto: 135).

3.5. Technique of Analyzing Data

The following points are the steps of analyzing the data:

1. Spread out the questionnaire to Starbucks’ consumers (teenager and young peoplebackground) and after that doing an interview with the Starbucks’ consumers,

3. Collect the result of questionnaire and interview from the method above,

4. Group the consumer’s questionnaire that has the same image and view about Starbucksand find what are the most American images that comes up from the consumer,

5. Analyze the result of point number 4 and correlate it with the theory that the writer used,

6. Write the result of analysis from the data, interview, and other method.

---------------------------------------Picture 2. Chart of Starbucks in Global Market (Globucksisasi)

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